From The Perspective Of The Month Brand Painted Subject Matter And Content Evolution Of Modern Shanghai Public Aesthetic Taste Change

In the 20th century,China was trying to change into and integrate with foreign culture under a very unstable political situation, and had the result in showing the open-ended development status. Shanghai, during this period, was becoming to the most rapid developed city on modern commodity economy around China and even Southeast Asia, because of its special political and economic environment. Calendar poster was appeared as a free gift for consumers in order to better promote the business products at that time. It combined with the functions of advertisement, calendar and decoration. It was produced under the influence of foreign culture with a combination of interesting local products, not a spontaneous generation.This essay is going to target on the calendar poster appeared before 1950s. It will focus on the contents of calendar posters to study the changes of people's aesthetic under the modern Shanghai politic, economy and culture background. Being the commercial posters which is developed from the traditional New Year posters, the development of calendar posters could be seen as a description of a process that agriculture folk art completely changed into modern popular art through the changes of performance forms and mode of operations.Firstly, the contents in the earlier calendar posters were almost from the traditional New Year posters, which included opera stories, myths and legends, and other kinds of auspicious festive theme. With the development of Shanghai's commercial society, the traditional themes and characters have no longer been able to satisfy people due to the influence of cultural diversity. In 1914, Mantuo Zheng had created to use the watercolor techniques combined with traditional one for drawing beauty pictures. It had greatly satisfied the commercial advertisements and public's desires for new fashion. It used realistic figures to reflect the real people which was different from traditional ones but got closer to the audiences and made a great commercial success. The contents and subject matters of calendar posters later had turned to represent beauty as the main performance of the real life.Secondly, the social customs of the End of Qing Dynasty could be clearly seen from those contents. It provided very important basis on researching of life styles at that society. Clothing and jewelry, living environment and other entertainments which showed in the posters just reflected the rise of Shanghai public and popular mass culture, as well as the changes of public aesthetic in the trends of western and commercial aspects.Thirdly, analysis of Modern Shanghai at the public walks of life and popular culture the rise of popular aesthetic environment of the people to the blind faith in things foreign and secular changes in commercial. Review and organize the change of public aesthetic process.The last part will study of the cause of modern aesthetic in the calendar poster.It will be analyzed and summarized as the root of society ,the changes of the main audience and the changes in the audience's attitude.